A lack of integrated marketing technology reduces the chances of providing a customized user experience, and meeting customer expectations. According to Econsultancy and Adobe’s 2018 Digital Trends report,
By taking an integrated approach the process of data-activation becomes much more effective.
First you must acquire, store, and analyze your data, then you can begin the process of activating your data. We’ll explore this step-by-step in a later post, but for now, we’ll continue to focus on what data activation is, and its major benefits. Note: Where there is data, there is a way to activate it.
In its simplest terms, data activation is the process of putting the data stored in a DMP into action. With integrated DMPs, companies can activate their data by creating targeted marketing campaigns that deliver more relevant experiences to consumers. According to McKinsey,
“Data-activated marketing based on a person’s real-time needs, interests, and behaviors represents an important part of the new horizon of growth. It can boost total sales by 15 to 20 percent, and digital sales even more…The promise of data-activated, one-to-one marketing is not only possible but is now increasingly expected by today’s customers. It is now the key to transforming simple customer transactions into enduring relationships.”
What is the importance of data activation? Companies who fail to implement integrated data will struggle to provide a consistent cross-channel experience to their customers as their employees wrestle with a host of tools and sources of data that aren’t connected. Therefore, CMOs and CIOs must work together so that they are considering the appropriate solutions to meet their customer experience and marketing goals.
For example, WILY is a leader in marketing technology solutions that are powering the data-driven economy. WILY Enterprise solutions enable marketers to integrate our SPRY platform within their core business intelligence system, CRM software, and digital assets such as websites, apps, etc. via our secure APIs. This allows marketers to deliver targeted experiences, across multiple platforms. The ability to craft the right offers, messages, and experiences at speed is the beauty of SPRY, and the power of data activation. To learn more about activating your customer data, speak to one of our experts.
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